If you read the excellent Hubspot blog, you readily come across the statement that “email marketing converts higher than any other form of web marketing.” One of the reasons I believe this to be true, is down to the fact that an email is very much like a one on one conversation, we’re focused on it’s contents. This is in contrast to social media, or generic web pages where there are all kinds of distractions to take us away from a specific message. Now this doesn’t mean that we should focus all of our assets and attention on email marketing exclusively. I never really see web channels as been better or worse than each other, instead I find it’s more a case of looking at where they fit in to the overall goal of discovering and converting new people to your tribe. How do your web marketing channels play as part of your web marketing team?

If we see an email in our inbox from someone whom we trust, or want to connect with, we read it with a more focused intention then we would do a quick, fun post on someone’s Facebook page. Email and social media are very different kinds of web marketing channel. As briefly discussed above, email is more like a one-on-one conversation. Provided we feel a certain trust with the person who originally sent the email, we are happy to give its contents the same kind of attention as if they were speaking to us via the phone.

On the other hand, social media pages are bit like being in a bar – often a very crowded bar! We don’t have a lot of airspace to say too much or to be too sophisticated. If it wasn’t enough to have many others messaging around us, social media also often limits the number of characters we can actually type. To entice people to listen to us on social media, we have to deliver a message quickly and with lots of strong energy. We can use images, or video, to capture people’s eyes, but whether we use words or more, our overall aim should be to entice them enough to click through and join us somewhere less crowded, i.e. our own web pages.

Even when people are on our own web pages we still can’t quite get all deep and meaningful with them like we can on email! Right now, we need to impress them. We have their attention, now we need to fuel it further. What better way than giving them something really useful, interesting and above all, free? In other words, we are treating them – because we want to get to know them better. This also sounds very much like we’re bringing in another web marketing channel commonly known as content marketing too.If our treat is enticing enough, we should get our visitors email address and permission to contact them again soon. It’s from here that we can really start to bring email marketing to the fore, we’ve moved from the noisy web marketing channel of social media, through the enticing temptations of content marketing to the more personal and thoughtful channel of email.

How long should we leave before we contact our new connections? We probably need to give them enough time to digests whatever it is we gave them as our treat. Things move quickly in the online world, the noisy bars of Facebook, Twitter and LinkedIn all have lots of beautiful and enticing messages to click on instead. So, a good guide is to leave your people alone for a couple of days and then email. We’re within our email channel now and we can be more thoughtful and insightful, provided we don’t become boring. Ask how they got on with our treat? Do they have any questions? Then cover off a common question that we are often asked that we want to share the answer to with them. Include information on who we are and what we believe in, what makes us different to everybody else they can find out there within our world. Always invite responses, questions and feedback – after all, you’re getting to know your new connection a lot better now. Managed well, by combining the different merits of social media and email marketing together within one overall web marketing strategy, you’ll start to turn complete strangers into leads who open your emails and seek to do business with you, when their need arises.

For the purpose of this article, we have focused on social media and email marketing as two web marketing channels working together, albeit with a little help from content marketing too. Instead of being viewed as individual lead generation channels, they actually all need each other in order to entice and develop new relationships online. On its own, email marketing will struggle to entice the connections that social media can bring, whilst social media will struggle to convey the deeper conversations that email can. Both of them would achieve little without the content “treat” on offer. Your web marketing channels are a team, each with their own strengths and weaknesses that in turn, help them play an important part within your overall web marketing goals. It’s really less about what working and what isn’t, and more about how everything is working together and how that can be maximised that leads to successful web marketing overall.

Whether you have an existing business or you are planning to start a new business, the business of web marketing should be high on your list of priorities. The Internet as we know it is vast, ubiquitous and, thanks to mobile computing, it’s in everyone’s pockets. If your business isn’t marketing its services on the web, you are likely losing out on serious revenue. The time to market your business online is now. The following is a short checklist that will help you get your business Internet marketing presence up and running quickly.

Market Research

Without the proper market research, even the most well-thought out business web marketing strategy will likely fail. A business must know its audience through and through and, furthermore, there must be a demand for the brand or the products and services that brand promotes. In the past, the business of marketing was much more difficult. To conduct the proper search, you would have to hire focus groups and design polls in order to put a finger on the pulse of your future prospects. Today, we have social media which makes the entire business of web marketing much easier.

Social media, such as Facebook, Twitter, Pinterest, YouTube and popular online forums are great ways to get into the minds and aspirations of your prospects and customers. The business of web marketing requires you to get to know the men and women you will be marketing to. What better way to get to know your prospects and customers than by monitoring their conversations or even engaging them directly?

Thanks to the tools most people use to keep in contact with friends, family and (good for us) their favorite businesses, products and services, we now have a window into the lives of the very people we will be marketing to. What a time to be alive as a business-to-business or business-to-consumer Internet marketer.

Other Research

To effectively market a web presence online, you must conduct the proper keyword research. Knowing which keywords to use in your marketing materials will help you rank higher in the search engines thanks to search engine optimization (SEO). The proper keywords will also be used in future PPC (pay-per-click) campaigns, which are essential for maximizing your business web marketing efforts.

Google AdWords is one of the most widely used PPC platforms and there is a built in keyword research tool that is free to use. Business web marketing experts from all over the world use this tool to find those keywords that are highly searched for, but that offer the least amount of competition. By competition, we are referring to websites and other online materials that may be using those same keywords in an attempt to garner attention from the search engines through SEO.

Competitor Research

Notice how we haven’t even begun to discuss a website or even graphics, which is typically where the beginner wants to begin. Right now we are merely discussing concepts, ideas and the concepts and ideas that your customers will go gaga for. This requires extensive research, both market and keyword, but it also requires you to research your direct competitors.

When you find the keywords that you plan to use in your business web marketing campaigns, start looking those keyword terms up using Google or similar search engine. Start researching the first few listings that each term yields. These are the websites and pages created by your direct competition. It is recommended that you take what works from these sites and make them better. Now you are ready to market your small business with a website and other materials.

Web Design and Development

Many people think that the business of marketing relies mostly on sight. It’s the images that count, a business-to-business Internet marketing beginner might say. That online marketer might have a point to a degree. The design of your site does matter, as do the colors. Certain colors have been known to elicit certain responses in people and if your website looks like trash, most people aren’t going to bother to stick around.

That being said, your business web marketing presence does not need to be flashy or laden with the best videogame-like graphics. Your website should be simple, pleasing to the eye and the entire presence should mesh together into one cohesive element.

If you are not artistic or if you don’t know PHP from HTML, it’s recommended that you hire someone to do this part for you. While there are many do-it-yourself open source web design platforms online, if you don’t know what you’re doing it’s usually going to show. Don’t skimp on the design. Let the experts do it for you and wow your audience with a design that flows with your overall message.

Content

A business web marketing site should be filled with content that is useful, well-produced and to-the-point. Nobody wants to read a website filled with a lot of fluff, nor does anyone want to read one that is filled with grammar and spelling mistakes. Keep your information short and sweet, go for shorter paragraphs as opposed to longer ones and always have a call-to-action.

State Your Goals

In the business of marketing online, you should always write down and memorize your goals beforehand. With so much information out there and so many techniques to choose from, it’s easy to get sidetracked. When you know where you’re going, you’ll be more likely to get there.

The goal of your website may be to garner more leads, sell a product or service or it may be a squeeze page designed to capture valuable information from your online visitors. Whatever the case, your business web marketing presence should always have a clear call-to-action so that your audience and web visitors always know what to do.

It’s possible to do too much and it happens with SEO where sites get penalized by search engines for stuffing keywords. It happens with web design where the graphics compete too much by complicating the navigation and minimizing the marketing content. It happens in web marketing when the sales hype or the boastful language gets too repetitive and turns customers away.

The thing to remember about bragging is that when you really are that good other people do the bragging for you.

Is naked web marketing a frightening thought?

Marketing without pretense should be a welcome idea. You cannot get close to your market when you are not yourself. When you look and sound like something you are not how can your web market relate? And why is it so important to relate to your web market?

If you can’t relate to the person you are talking to then how can you create a customer relationship? But even before we build relationships we have to understand how different the web is from all other marketing mediums.

The web is not like anything we have known before, so we can toss out the idea that we can market like newspapers. We can toss out the idea that our web site can market like television with a bit of video. Nor is our web confined to marketing like print advertising. All of the above are too limiting.

There is no time or space on the web

The reality is that the web swallowed all those marketing mediums and then altered how they would be used on the web. It was not the web that adapted to earlier media, but rather the other way around.

In a medium that has eliminated time and distance the rules for marketing are going to change. The only limitations about time or distance for the web is that of hardware issues and the speed of light. For all intent when a web site gets published it is available to all people everywhere in the world – at once.

And then consider the volume of space that any web site can make use of. For small business web sites we can say the space is limitless because the hosted space is megabytes more than we need.

Our small business web site can pack enormous amounts of info and be accessible everywhere at once. We can work toward turning the accessibility into more visibility as we shuck off those pretentious robes and get real.

We can’t run out of time

Suppose your web site just went live today. In a year it will still be there. In 4 years it will still be there. Just keep paying your hosting fee and the site will always be there.

Newspapers come and go, TV channels come and go, Best sellers come and go, but your web is isn’t going anywhere. This is important to know.

Your web site is not going anywhere because it is actually a destination – not a vehicle. We are conditioned to think that our business web site is going somewhere, like up the ranks with search engines or maybe Oprah will feature our site and it will really get going.

The truth is that our web site is stationary and the only thing that moves is our market if, and when, we attract them.

The web has a huge marketing potential

So why is our business web site not reaching anywhere near its potential? The main reason, in my mind, is because we are not letting our web sites live up to the web’s potential. Our marketing is too limiting as it is based on old offline marketing concepts. The world has changed and we are still using 20th century marketing concepts.

The 20th century marketing methods were always based on our business, our products, our location and our services. This focus is no longer appropriate for web marketing.

Small business web sites will need to look away from their own self interests and use their web site to cater to the needs of their market. No business web sites are doing this, other than just paying lip service. Do you see your market as the boss and do you take the time to know them and to give them what they want?

Imagine your market as millions of tiny kings and queens which require your attention, and your web site as the servant giving them that attention. How would you like to serve a million kings and queens and take their gold?

What does the web do better than any other marketing medium?

I keep asking this question because the answer is going to put wind beneath your wings. The answer is simple and in hindsight it stands out as a no-brainer, and yet it seemed like a revelation at the time.

Do you want to try and answer that question on your own?

Naked web marketing (part 2) will start off answering this question and tie it into other naked marketing methods. The goal is to see how a shift in awareness can be an experience where you have both a change of mind – and a change of heart.

As a business owner marketing your business, brand, product and/or service, you know that you need to reach out to targeted individuals on the web. This means that you must seek out and target your business web marketing materials towards those people who might find an interest in what you do. If yours is a company that manufactures wheelchairs, you will obviously want to market your materials to people who require the use of such equipment, or the families of people who do. What if you could gather an entire group of targeted individuals into one area so that you could market to them over and over? That is exactly that business web marketing list building is all about. If you can gather your own list of highly-targeted prospects and customers, your job becomes ten times easier. You no longer have to seek out like-minded individuals, you’ll have them right where you want them: on your subscriber list. Let’s take a look at the art of building a business web marketing email list and how to leverage that list for maximum return.

Email Platforms

You could manage a business web marketing list all on your own, but why when there are many platforms available to you that make the task easy? A few examples of email marketing platforms that are popular with the business to consumer and business to business Internet marketing crowd like include:

AWeber

GetResponse

Constant Contact

Mail Chimp

Each platform comes with its own features, price points and extras, but it really doesn’t matter which platform you choose. Each one, regardless if it’s paid or free, will allow you to:

Create an opt-in form that you can place on your website or blog

Import email addresses that you gather from other means

Pre-program email messages (autoresponders) to go out at specific times, such as a Thank You autoresponder that goes out the moment someone opts into your list

Test emails that will give you the data you need to improve your campaigns and conversions

These are just some of the features you will receive with most business web marketing email platforms. The more advanced the platform and the higher the cost of packages, the more features you’ll earn.

Email Marketing on the Web for Any Small Business

Once you have selected the ideal business web marketing email platform, you next need to set it up. Most platforms will allow you to tailor your emails so that they can look and feel anyway you wish. For right now, we will focus on plain text emails.

Opting-In

Find the area on the platform you chose that dedicated to form creation. Your opt-in form will go on your website or blog and will allow your subscribers to enter their personal information, usually a name and email address. Some marketers also like to gather phone numbers, especially if they are simultaneously running a mobile or SMS business web marketing campaign.

At any rate, you will want to create your opt-in form so that it matches your website exactly. The closer you get the colors and design of your site to match your opt-in form, the higher your conversions will be.

Free Offer

Most people hate to receive tons of emails. For that reason, most people are very apprehensive to give out their personal information, including their email address. Your job as a business web marketing expert is to entice the click.

Write a short report or get someone to write it for you explaining to your audience how to complete a task, solve one of their goals or anything else they might find useful. If your site provides tips for Brazilian Jiu Jitsu practitioners, for instance, you might write a report titled, “Ten Ways to Avoid Submission that All BJJ Practitioners Should Know,” or something to that effect. Make sure your audience will be interested in the information and make sure the information found inside can’t be found elsewhere online.

If you do have to rehash information found online, put your own spin on it and make it as unique and as valuable as possible for your audience.

Get Creative with Your Business Web Marketing

Once your opt-in form is completed, start sending targeted traffic to the page that is hosting the form, or to multiple pages if you happen to be testing your form. Write articles, spread the news on social networks, blog about your subject and toss in a call-to-action mentioning your free offer, and engage in any traffic-building that will help you build your list with targeted prospects.

Don’t just gather email addresses and contact information from your opt-in list, however. The business of marketing requires you to think outside of the box. Every time you do business with a customer, ask for an email address. Host a local event and place a fish bowl near the entrance where participants can drop in their business cards or come up with your own ideas.

You Have a Business Web Marketing List: Now What?

Once you start building a list, you will want to populate your business web marketing email platform with autoresponders to go out at specific times.

The Business of Marketing With Email: Crafting the Autoresponder

Your first autoresponder should go out when your subscribers opt-in. Most platforms have pre-programmed messages that go out when the subscriber first hits submit after entering their info and then again when they finally confirm their email thanking them for subscribing. You can customize these if you want to and it is recommended that you do.

When crafting business web marketing autoresponders, try to be conversational, edgy, catchy and informative. The rule of autoresponders is no fluff or boring material. People are too busy and their attention spans far too short to put up with lengthy autoresponders that don’t say anything.

The following autoresponder schedule should work for any business to customer or business to business Internet marketing campaign.

Autoresponder 1: Please confirm your email address.

Autoresponder 2: Thank you for subscribing. You will also want to explain to your subscribers that you will never spam them, trade or sell their personal information or abuse their info in any way. You will also want to explain to your subscribers that you will be sending emails daily, weekly, monthly or whatever schedule you plan to keep. Let your subscribers know what to expect and they’ll remain your subscribers for far longer.

Autoresponder 3-8: Take your subscribers through a five-part e-course. Really, you’re just pre-programming five tips, one in each email. Let your subscribers know that they are getting something special and that your tips cannot be found anywhere else. Do not sell during the five part e-course. This is merely for information, to help your subscribers reach their goals and it also positions you as the expert in your field.

Autoresponder 9-10: This is when you will want to recommend that product you’ve been dying to sell. It could be your own or an affiliate product. Now that you’ve positioned yourself as the go-to person in your field, let them know that the product or service is one-of-a-kind and it will help them reach their goals. Obviously the product or service had better be good and worth the money if you hope to retain your business web marketing list subscribers.

From then on, you should alternate between selling and tip-giving. Always give more advice, help, tips, updates, news and other relevant information more than you sell. Do not annoy your list subscribers or they will unsubscribe and bail on you.

The business of marketing with email lists isn’t difficult, but it does take patience and know-how. Once you establish yourself as the leader in your niche, your subscribers will be proud to be subscribed and they’ll follow any links you provide as they strive to reach their goals.

If you are selling your own product or service or you’re an affiliate marketer selling someone else’s products or services, an email list is always the way to go.